Unilever to up marketing campaign to attract new users to compressed deodorants

The new campaign will consist of TV, VOD, print, digital, and sampling, which will aim to shre the message that Sure Shower Fresh Compressed Deodorant lasts just as long as a larger can.

The company says that the format will also be available across its Dove, Vaseline, Dove Men+ Care and Lynx brands, and that it also hopes to encourage other brands to use the ‘compressed’ term to make the transition easier for consumers.

“We believe that once consumers realise that already 9 million women have chosen a compressed antiperspirant it will encourage people who have not yet tried to give it a go,”​ says Heidi Williams, Marketing Manager for Sure and Compressed at Unilever.

According to Unilever, if every spray deodorant used was compressed, the carbon footprint of the aerosol industry would be reduced by 25%.

The compressed technology uses a re-engineered spray system to enable a new 75ml aerosol can to last as long as a regular 150ml can, while using only half the gas and 25% less packaging.

Despite dedicating more than a decade of research and development into the resource-saving technology, Unilever says that it will only achieve its maximum environmental benefit if it is adopted by its peers and competitors.

Earlier in the year the company offered to share its marketing knowledge and published a 'how to' guide to assist other manufacturers to develop their own compressed aerosols.

It also asked that other versions use the term 'compressed' and use the green band design it has pioneered, on their packaging.

"This technology could not only change the face of our industry, but help protect the long-term health of our planet too,"​ said Alan Palmer, Unilever Vice President of Research and Development for Deodorants.

Consumer trends​

With two in five global consumers stating that too much packaging will see them choosing an alternative product, this is creating opportunities for brands to tap into more effective solutions that can assist in enhancing their eco-friendly and sustainable credentials.

Unilever launched its compressed aerosols for its Sure, Dove and Vaseline brands as part of its Sustainable Living Plan two years ago.

The design requires less propellant to deliver each spray, allowing the can to be reduced in size; resulting in a carbon footprint reduction of 25% on average per can, says the firm.

Apart from sustainability credentials, compressed deodorants also tap into the on-the-go behaviour of today’s time-scarce consumer.

Smaller packaging solutions that contain the same amount of fragrance as a full-sized product create a much more portable deodorant solution, appealing to consumers who are constantly on the move and need easy-to-carry products in order to facilitate application outside of the home.